Chapter 1

Marketing: Customer Value, Satisfaction,

Relationships, and Experiences

© 2014 McGraw-Hill Ryerson Ltd. All rights reserved

Chapter 1 Learning Objectives
1. Define marketing and identify the requirements for successful marketing
to occur.
2. Understand the breadth and depth of marketing.
3. Understand the marketing mix.

© 2014 McGraw-Hill Ryerson Ltd. All rights reserved

 What is Marketing?
• Definition: The activity for
creating, communicating,
delivering and exchanging
offerings that benefit the
organization, its stakeholders
and society at large.
• Our Last Discussion

3 Chapter 01
© 2014 McGraw-Hill Ryerson Ltd. All rights reserved
Marketing & Business

© 2014 McGraw-Hill Ryerson Ltd. All rights reserved

Marketing: Bigger Picture
Understanding of Marketing
is essential for business success

You will use what you learn in marketing for:

• Strategizing
• Communicating
• Selling
• Collaboration
• … and more!
Source: http://www.contractorselling.com/public/Sample_Organizational_Chart.cfm

© 2014 McGraw-Hill Ryerson Ltd. All rights reserved

Foundational Elements

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Foundational Elements
• Requirements for Marketing to Occur
• Target Market
• Needs & Wants
• Controllable Marketing Factors (4Ps = Marketing Mix)
• Uncontrollable Marketing Factors (SECTR)

© 2014 McGraw-Hill Ryerson Ltd. All rights reserved

 Foundational Elements
What controllable marketing
factors are mentioned in the
clip?

Who is the Target Market?

What need is this satisfying?

Are all requirements there for

marketing to occur?

8 Chapter 01 © 2014 McGraw-Hill Ryerson Ltd. All rights reserved

 Example: 4Ps, Target Market
Example: Tim Horton’s launches Maple Ice Capps

Who is the Target Market?

Describe: Product Describe: Price

Describe: Promotions Describe: Placement

Source: https://www.timhortons.com/ca/en/promos/maple-iced-capp-and-chill.php
http://www.newswire.ca/news-releases/tim-hortons-issues-public-apology-to-canadians-for-not-
introducing-its-maple-iced-capp-and-creamy-maple-chill-beverages-sooner-575516961.html
9 Chapter 01 © 2014 McGraw-Hill Ryerson Ltd. All rights reserved
Review
1.What factors can a Marketer control when designing a
marketing program?

1.What factors can a Marketer not control?

a. Why is it important for a Marketer to be aware of these factors?

© 2014 McGraw-Hill Ryerson Ltd. All rights reserved

 Next Steps & Homework
• LearnSmarts
○ Blackboard > Individual Assignments
• Go to Blackboard and orient yourself
○ Make sure to check out “Week 1 Sign Up Links”
○ Review Course Outline
• Make sure to activate both codes via links in Blackboard:
○ Connect Code (asap: You have LearnSmarts due next class!)
○ Practice Marketing Code

11 Chapter 01 © 2014 McGraw-Hill Ryerson Ltd. All rights reserved

 Questions?

Educational Content from this presentation is from:

Crane, F. G., Kerin, R.A., Hartley, S.W., & Rudelius, W. (2014). Marketing (Ninth Canadian Edition). Canada: McGraw Hill-Ryerson.’

© 2014 McGraw-Hill Ryerson Ltd. All rights reserved